MarketingRx roundup: Bristol Myers taps young NBA player to raise heart condition awareness; Pfizer, J&J top innovation list
Bristol Myers Squibb is looking to shine a light on the rarely diagnosed heart condition hypertrophic cardiomyopathy (HCM) as it awaits an FDA decision on a proposed drug to treat it.
The unbranded “Could It Be HCM?” campaign that launched Monday doesn’t mention mavacamten, which has an FDA decision deadline in January, but instead focuses on awareness of the condition with Utah Jazz National Basketball Association player Jared Butler who has HCM. Butler found out he had the heart condition while at Baylor University, where he helped lead the team to an NCAA national championship last season, and is now under a doctor’s care.
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